Finalist
InSensitive Content
by Ogilvy Health on behalf of Boehringer Ingelheim
Summary of work
InSensitive Content: transforming a barrier, into a powerful platform for awareness and advocacy.
Imagine what it feels like to post a picture of yourself on Instagram, to look back at it later and see that you have been labelled as ‘sensitive content’. This is an everyday reality for people who live with visible skin diseases.
Generalized pustular psoriasis (GPP) is a rare, stigmatized skin condition which is often misunderstood, misdiagnosed, and censored on social media. InSensitive Content challenges this censorship, through raising awareness of GPP and its profound impact. Recognising that social media algorithms block skin disease imagery, which inadvertently fuels stigma, the campaign cleverly leverages the familiar sensitive content warning to educate key audiences.
Launched at the EADV congress with OOH placements and amplified through targeted social media content, InSensitive Content effectively reached both dermatologists and patients.
The campaign resonated deeply, generating 17m+ impressions, 2m+ engagements, and 221k+ website visits. It successfully exceeded previous campaign benchmarks with a 191% increase in website traffic, a 120% increase in engagements, and a 175% lower cost-per-click.
Most importantly, the campaign sparked vital conversations, challenging social media censorship and empowering individuals living with visible skin diseases to share their stories.
Judges’ comments
The judges thought the “InSensitive Content” campaign was emotional, different and modern. It was really compelling, a clever idea, with a good play on words. The coverage and awareness were good for an injustice that needs to be raised. The judges hope that it will make a massive difference to people with visible skin diseases.
